A&K Sanctuary rebrand sets path for expansion

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A new era of investment and expansion is underway for Abercrombie & Kent‘s portfolio of safari camps and lodges, following its recent rebrand from Sanctuary Retreats to A&K Sanctuary.“We are thrilled to introduce a revitalised brand identity for A&K Sanctuary,” said Cristina Levis, CEO of A&K Travel Group.“This rebranding is not simply a name change – it’s a commitment to further elevate the guest experience and expand our portfolio.”Coinciding with a brand refresh for parent company A&K Travel Group, A&K Sanctuary’s new branding will be rolled out across the portfolio with updated individual property logos and visual identities.Guests can expect to see these updates reflected in everything from signage and marketing materials to staff uniforms and in-room amenities, according to Chief Marketing Officer Peter Chipchase.

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“Each property and riverboat will have its own distinct identity that reflects its unique character and charm, while still being clearly recognisable as part of a renowned collection,” he said.As part of the overhaul, two popular properties – Baines’ Lodge in Botswana’s Okavango Delta and Gorilla Forest Lodge in Uganda – are being completely rebuilt and are set to reopen in mid-2025.The company will also open Kitirua Plains Lodge in Amboseli National Park in early 2026. The 16-key property, with sweeping views of Mount Kilimanjaro, will be A&K Sanctuary’s third property in Kenya.All three properties are part of a collaboration with design firm Luxury Frontiers, known for its focus on sustainability and innovation.A new boutique riverboat is also part of the plans with A&K Sanctuary to launch Pure Amazon on the Amazon in Peru in summer 2025.

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